KFC’s arrival at Italian ski slopes angers food and mountain purists

According to SnowBrains, KFC plans to open two new locations inside existing mountain clubs at Madonna di Campiglio and Cortina d’Ampezzo in the Italian Dolomites. The restaurants are scheduled to debut on December 5, 2026, and will stay open through the end of the ski season. The American fast-food brand is partnering with SUPER G, a hospitality brand behind the two venues. Italian media outlets and local newspapers including Il Dolomiti and Voci di Cortina reported that these will be the first fast-food restaurants located directly on Italian ski slopes.

At Madonna di Campiglio, the restaurant will be situated in the Piana di Nambino area at 1,700 meters, next to Meraviglioso Campiglio. In Cortina d’Ampezzo, the venue will be inside the Faloria Mountain Club in the Faloria-Cristallo area at 2,123 meters. Beverfood reported that KFC will manage both locations directly. The menu is set to feature Tender Crispy chicken, spicy wings, sandwiches, sides, and Buckets, with fillets described as whole pieces of chicken, hand-breaded and fried to order. Operating hours are scheduled from noon to 5 p.m. Monday through Thursday, and noon to 7:30 p.m. Friday through Sunday.

The announcement has sparked considerable debate and hundreds of critical comments on social media, with locals questioning the introduction of international fast-food to a region celebrated for traditional Alpine food like canederli and polenta. Some Facebook users called the move the "Americanization of the Dolomites," while a minority of commenters welcomed a more affordable dining alternative at altitude. Marzia Farè, KFC Italia’s chief marketing officer, was quoted by Italian food outlets including Beverfood, Food Affairs, and Agenfood stating that the project represents the evolution of KFC and aims to surprise people while reaching Gen Z and young families. SUPER G founder Andrea Baccuini defended the partnership, stating that hospitality must interpret a plurality of audiences by incorporating an international brand into the company's mountain clubs.